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  • Writer's pictureGutsy Animations

Gutsy Animations hires PR agency Riot Communications for its new, cutting-edge Moomin production

Finnish production company, Gutsy Animations, has hired consumer PR agency specialising in

culture and entertainment brands, Riot Communications, to promote its innovative MOOMIN

television production.

The new animation series, MOOMIN, will bring author Tove Jansson’s stories to life using a

cutting-edge 2D/3D hybrid technique, where characters are rendered in a 3D environment with

some 2D illustrative hand drawn elements. Produced by an incredibly talented team, whose aim

is to stay faithful to the original Moomin stories encompassing all the values of Moomintroll and

friends, includes creative director and executive producer Marika Makaroff; Oscar-winning

director Steve Box; BAFTA-winning producer John Woolley and Emmy-winning writing duo Mark

Huckerby and Nick Ostler. The animation will bring Moomintroll and friends to a new generation

and to our screens in a way never seen before.

Riot Communications was the first ever PR agency to be engaged by Moomin Characters and has

worked closely with the brand to help create sell-out events at the Southbank Centre, London,

and co-ordinate communications for all activity taking place in the UK, from new publishing to

festivals and exhibitions. On the strength of recommendation for its work with Moomin

Characters, and its passion for the brand, Riot Communications was appointed to promote the

new animation without a competitive pitch process.

Marika Makaroff, the CEO and co-founder at Gutsy Animations, said, “We are really excited to be

working with Riot Communications to bring Tove’s work to family audiences across the world.

Our award-winning team is creating a production that will be as unique and magical as the brand,

and we are thrilled to embark on this journey with an agency that shares our love and passion for


Adele Minchin, Associate Director of Riot Communications, said, “Working with Gutsy Animations

to bring global recognition to a new television production that retells Tove’s tales of love,

tolerance, family, and adventure is an enormous treat. The series will appeal as much to art and

design fans as it will to nostalgic adults and children discovering Moomin for the first time. We

are thrilled to be a part of the team.”

In April of this year, Riot Communications helped launch Gutsy Animations’ crowdfunding

campaign to raise funds to contribute to the visual development of two series of 13 22-minute-long episodes, the first of which will air in spring 2019. Fans were invited to be part of the process

to help make this new animation a reality by pledging a certain amount of money in return for

specific ‘perks’. The ‘perks’ on offer ranged from all-inclusive trips to Finland to minor voice roles

in the new television series. Riot Communications played a crucial role in the campaign that

surpassed the initial target of $200,000 and earned a substantial total of $253,230. The

production company is now in talks with networks in the UK, US and Japan.

The much-loved creation of novelist, painter, illustrator and comic book artist Tove Jansson,

Moomin is one of Finland’s biggest cultural exports with the original books having been

translated into over 50 languages and the previous animation broadcast in 124 territories.




For further information please contact Olivia Cox at Riot Communications on 020 3174 0118 /




About Gutsy Animations

Gutsy is a team of creators and producers who believe that the world is in need of funny, clever,

gutsy and – above all – meaningful content. All of its productions are aimed at international

audiences and based on a concept of genuine social impact.

About Moomin Characters

Oy Moomin Characters Ltd is the owner, originator and official company responsible for

supervising and managing the Moomins' brand, copyright and registrations. The company was

started in 1958 by Tove Jansson and her brother Lars Jansson and even today is run by family

members. Sophia Jansson, Lars' daughter and Tove's niece, is Chairman of the Board and

Creative Director at Moomin Characters. All characters from Moominvalley are registered


Moomin in the UK

Adventures in Moominland, an immersive, interactive exhibition which explores the Moomin

stories through the life of their author Tove Jansson, is on at Southbank Centre until 20 August

2017. Kew Gardens themed its Easter 2017 activity around the Moomins, with three weeks of

special trails, activities and a Moomin Easter egg hunt. In autumn 2017, Dulwich Picture Gallery

will present the first major UK exhibition of work by Tove Jansson – including not only Moomin

drawings but also Jansson’s surrealist-inspired paintings of the 1930s and abstract works of the

‘60s, her satirical anti-war cartoons and book jacket designs.

Moomin around the world

In June 2017 a new Moomin museum, three times the size of the current space, opens in

Tampere, Finland. In December 2017 a 12-month Moomin exhibition will begin touring major

cities in South Korea, and in 2018 a new Moomin theme park will open in Tokyo.


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